October 18, 2021

Written by

Collective[i] Team

  • Posted in
  • Revenue Operations

What is the role of revenue operations?

Individual departments may perform their roles and responsibilities well, but issues are bound to arise if they don’t work together, from miscommunication and misunderstandings to duplicate efforts. When various teams — sales and marketing, for example — aren’t fully in tune with each other, one team’s successes may not translate to success for the whole business. Certain challenges come into play when teams operate in silos: Relationships between teams may become unhealthy and unproductive; company goals may be overshadowed by individual teams’ metrics and incentives; and miscommunication may extend timelines for achieving business objectives. When a specific department is firing on all cylinders, it’s natural to see that as a positive. But, depending on how that department’s success relates to other departments’ successes or struggles, it may not be a net-positive for the business.

For example, let’s say the sales team has been performing really well, exceeding sales forecasts for the quarter. Well, if it’s been closing deals by making promises that other teams (such as customer service) may not be able to meet, then those other teams are forced to either find a way to deliver or break the news to the customer that what was promised cannot be fulfilled — which is how businesses lose customers.

The bottom line is that happy customers are the key to sustainable revenue growth. And it’s exactly where revenue operations, or RevOps, comes into play.

What is revenue operations?

Revenue operations, or RevOps, is a team and a framework meant to break down silos, align teams’ various priorities, and provide a better customer experience in order to drive revenue growth. Knowledge is power, and RevOps works to make sure knowledge and resources within the organization are accessible and high-quality so that teams are providing customers the most consistent information and support.

RevOps is tasked with making sense of how different roles and responsibilities within an organization work together as a cohesive team. It identifies actionable insights for individual teams and the organization as a whole, streamlining and improving processes and outcomes.

What does RevOps do?

In short, RevOps examines the big picture of interdepartmental communication and understanding to highlight and address areas of inefficiency (duplicate processes or poor knowledge management). By pairing this organization-wide view with in-depth data analysis — bolstered by artificial intelligence (AI) software — the RevOps team develops unique insights that guide teams toward successful customer outcomes and a healthy revenue pipeline.

In a lot of companies, especially those experiencing quick growth, individual teams work independently to scale up and improve their own processes. Naturally, teams lose focus of what other teams are doing, and this is where problems arise.

It’s widely known that ineffective collaboration and communication is a major cause of failure in business and leads to lost revenue. Few organizations would deny that there’s room for improvement in these areas.

The responsibilities of revenue operations include:

  • Developing strategies to align and unify revenue objectives
  • Assessing processes and workflows for efficient, consistent customer experiences
  • Analyzing and cross-referencing data to optimize and improve internal processes
  • Recommending technology or other resources to derive meaningful insights

Revenue operations vs sales operations

While sales operations focuses on sales enablement and the sales pipeline only, revenue operations takes a wider view to better understand how all revenue-generating teams impact (or are impacted by) sales performance.

As two business units that directly relate to revenue and profits, RevOps and sales should work closely together to develop shared goals and processes that promote the organization’s core mission of driving revenue.

Revenue operations vs business operations

Business operations includes departments such as accounting, HR, and legal. These teams largely serve to support other components of the organization (e.g., with budgets and employee resources), while revenue operations focuses on aligning these (and other) business functions.

How does RevOps create value?

A revenue operations team is uniquely positioned to create value. Designed specifically to interact with and align all revenue-generating teams, it can see and analyze the bigger picture of internal processes and provide unbiased recommendations for improvement.

Revenue operations responsibilities include increasing revenue and profits by assessing and making tweaks (or substantial changes) to how teams are managed and monitored, how resources are allocated, and how teams communicate.

Collective[i] provides organizations with several AI-enabled tools that empower RevOps teams to make better decisions. Intelligent WriteBackTM, for example, automatically captures CRM data from any seller tool, eliminating the need for manually logging. Intelligent InsightsTM supports sellers by optimizing daily to-do lists to identify timely next steps for keeping the selling process on track.

Our Virtual DealRoomsTM provide shared spaces for RevOps professionals to communicate details about clients and deals.

Prescriptive AI tools help RevOps teams discover the data and insights they need to identify and prioritize areas where the business can improve. Collective[i]’s suite of products take CRM and other data sources to the next level, where insights become actionable.

Head to Collective[i]’s website now to learn more about our AI tools.

Explore Collective[i]

On no, we ran into an issue submitting this form. Please ensure each field was filled out correctly and resubmit.

If this problem persists, please reach out to us and we will be more than happy to follow-up from there.

We’ll be in touch soon

In the meantime, explore Collective[i] and find answers to frequently asked questions.